Expand the annual Bike Chicago festival.

Strategy 6.2.3 Details

Marketing and Health Promotion: Bicycling is a healthy, fun activity and a convenient, inexpensive way to travel. Nonetheless, many people are not receptive to the idea of bicycling, or to bicycling more frequently. Marketing can influence people's attitudes and behaviors, particularly by promoting the health benefits of bicycling. Marketing is also a relatively inexpensive way to encourage bicycling and can help increase the use of existing infrastructure. The five objectives in this chapter identify how to market and promote bicycling.

This 3 month festival currently has 125 events and 40,000 participants. Partner with new organizations and businesses to stage more events and increase sponsorship. Increase media coverage and involvement. Focus on events that attract many people or encourage occasional bicyclists to ride more frequently.

Peformance Measure

Expand festival to 4 months in 2006. Increase participation and media coverage by 10-15 percent per year, beginning in 2006. Submit an annual report with recommendations to the Mayor's Bicycle Advisory Council, beginning in 2006.

Tracker Notes

Level of increase in participation and media coverage does not get reported to MBAC. I believe the festival is at least 4 months long.